Main Article Content
Abstract
This study aims to analyze Instagram's social media marketing activities have a positive and significant effect on brand equity, buying interest, word-of-mouth marketing. The author updates the research model that has previously been carried out. The industry that the researchers chose was the dairy industry. This study uses SOR (Stimulus Organism Response) theory as the basis for research. This researcher used quantitative methods with 192 respondents using the Roscoe formula with purposive sampling techniques. Data in this study was obtained by filling out questionnaires by respondents. There are 28 questions that must be answered by respondents through Google Form. Researchers analyzed the results of the validity of the Fornel Lacker Criterion discriminant. This study is intended to determine the impact generated from social media marketing activities (SMMA) and buying interest in children's milk products. This research shows that Instagram's social media marketing activities have a positive and significant effect on buying interest. Brand equity has a positive and significant effect on word-of-mouth marketing. The result obtained for marketing effectiveness is to use word of mouth marketing which has a positive and significant effect on respondents' buying interest.
Keywords
Article Details
References
- Affandi, M. T. R., & Marsasi, E. G. (2023). Fast Food Industry Investigation: The Role of Brand Attitude and Brand Loyalty on Purchase Intentions among Generation Z based on Theory of Reasoned Action. Baskara : Journal of Business and Entrepreneurship , 5(2), 206–220. https://doi.org/10.54628
- Afina, A., Widarmanti, T., Artikel, I., & Artikel, H. (2022). Pengaruh Social Media Marketing Instagram Terhadap Keputusan Pembelian Ulang Produk Scarlett Whitening. ETNIK: Jurnal Ekonomi-Teknik, 1(9), 640–652.
- Almestarihi, R., Al-Gasawneh, J., Al-Jabali, S., Gharaibeh, M., Enaizan, O., & Nusairat, N. (2021). The impact of social media marketing on brand equity: A systematic review. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12, 4073–4088.
- Almohaimmeed, B. M. A. (2019). The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective. Journal of Business & Retail Management Research, 13(04). https://doi.org/10.24052/JBRMR/V13IS04/ART-13
- Anastasiei, B., & Dospinescu, N. (2019). Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence. Sustainability, 11(3).
- Annur, C. M. (2023, September 20). Pengguna Internet di Indonesia Tembus 213 Juta Orang hingga Awal 2023. Teknologi & Komunikasi. https://databoks.katadata.co.id/datapublish/2023/09/20/pengguna-internet-di-indonesia-tembus-213-juta-orang-hingga-awal-2023
- Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
- Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3), 291–295. https://doi.org/10.1177/002224376700400308
- Badan Pusat Statistik. (2024, April 13). Produksi Susu Segar menurut Provinsi - Tabel Statistik - Badan Pusat Statistik Indonesia. Produksi Susu Segar Menurut Provinsi (Ton), 2021-2023. https://www.bps.go.id/id/statistics-table/2/NDkzIzI=/produksi-susu-segar-menurut-provinsi.html
- Choedon, T., & Lee, Y.-C. (2020). Knowledge Management Research. https://doi.org/10.15813/kmr.2020.21.3.008
- Dulek, B., & Aydin, İ. (2020). EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
- Farzin, M., Sadeghi, M., Fattahi, M., & Eghbal, M. R. (2022). Effect of Social Media Marketing and eWOM on Willingness to Pay in the Etailing: Mediating Role of Brand Equity and Brand Identity. Business Perspectives and Research, 10(3), 327–343. https://doi.org/10.1177/22785337211024926
- Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
- Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
- Hossain, M., Jahan, N., Yuantao, F., Hoque, S., & Hossain, Md. S. (2019). Nexus of Electronic Word-Of-Mouth to Social Networking Sites: A Sustainable Chatter of New Digital Social Media. Sustainability, 11, 759. https://doi.org/10.3390/su11030759
- Ilhamalimy, R. R., & Ali, H. (2021). MODEL PERCEIVED RISK AND TRUST: E-WOM AND PURCHASE INTENTION (THE ROLE OF TRUST MEDIATING IN ONLINE SHOPPING IN SHOPEE INDONESIA). 2(2). https://doi.org/10.31933/dijdbm.v2i2
- Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
- Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumer-based brand equity : Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML-07-2019-0453
- Koay, K. Y., Teoh, C. W., & Soh, P. C.-H. (2021). Instagram influencer marketing: Perceived social media marketing activities and online impulse buying. First Monday, 26(9). https://doi.org/10.5210/fm.v26i9.11598
- Roscoe, J. T. (1975). Fundamental Research Statistics for the Behavioral Sciences (2nd ed.). Holt Rinehart & Winston. Scitovsky.
- Shang, Y., Rehman, H., Mehmood, K., Xu, A., Iftikhar, Y., Wang, Y., & Sharma, R. (2022). The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.811282
- Vázquez, R., del Río, A. B., & Iglesias, V. (2002). Consumer-based Brand Equity: Development and Validation of a Measurement Instrument. Journal of Marketing Management, 18(1–2), 27–48. https://doi.org/10.1362/0267257022775882
- Yuanita, A. D., & Marsasi, E. G. (2022). The Effect of Brand Attachment, Brand Experience, And Self-Image Congruence On The Purchase Intention of Luxury Brand . Jurnal Ekonomi Bisnis Dan Kewirausahaan, 11(3), 292–310.
References
Affandi, M. T. R., & Marsasi, E. G. (2023). Fast Food Industry Investigation: The Role of Brand Attitude and Brand Loyalty on Purchase Intentions among Generation Z based on Theory of Reasoned Action. Baskara : Journal of Business and Entrepreneurship , 5(2), 206–220. https://doi.org/10.54628
Afina, A., Widarmanti, T., Artikel, I., & Artikel, H. (2022). Pengaruh Social Media Marketing Instagram Terhadap Keputusan Pembelian Ulang Produk Scarlett Whitening. ETNIK: Jurnal Ekonomi-Teknik, 1(9), 640–652.
Almestarihi, R., Al-Gasawneh, J., Al-Jabali, S., Gharaibeh, M., Enaizan, O., & Nusairat, N. (2021). The impact of social media marketing on brand equity: A systematic review. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12, 4073–4088.
Almohaimmeed, B. M. A. (2019). The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective. Journal of Business & Retail Management Research, 13(04). https://doi.org/10.24052/JBRMR/V13IS04/ART-13
Anastasiei, B., & Dospinescu, N. (2019). Electronic Word-of-Mouth for Online Retailers: Predictors of Volume and Valence. Sustainability, 11(3).
Annur, C. M. (2023, September 20). Pengguna Internet di Indonesia Tembus 213 Juta Orang hingga Awal 2023. Teknologi & Komunikasi. https://databoks.katadata.co.id/datapublish/2023/09/20/pengguna-internet-di-indonesia-tembus-213-juta-orang-hingga-awal-2023
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Arndt, J. (1967). Role of Product-Related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3), 291–295. https://doi.org/10.1177/002224376700400308
Badan Pusat Statistik. (2024, April 13). Produksi Susu Segar menurut Provinsi - Tabel Statistik - Badan Pusat Statistik Indonesia. Produksi Susu Segar Menurut Provinsi (Ton), 2021-2023. https://www.bps.go.id/id/statistics-table/2/NDkzIzI=/produksi-susu-segar-menurut-provinsi.html
Choedon, T., & Lee, Y.-C. (2020). Knowledge Management Research. https://doi.org/10.15813/kmr.2020.21.3.008
Dulek, B., & Aydin, İ. (2020). EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 20, 271–288. https://doi.org/10.29029/busbed.734350
Farzin, M., Sadeghi, M., Fattahi, M., & Eghbal, M. R. (2022). Effect of Social Media Marketing and eWOM on Willingness to Pay in the Etailing: Mediating Role of Brand Equity and Brand Identity. Business Perspectives and Research, 10(3), 327–343. https://doi.org/10.1177/22785337211024926
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Hossain, M., Jahan, N., Yuantao, F., Hoque, S., & Hossain, Md. S. (2019). Nexus of Electronic Word-Of-Mouth to Social Networking Sites: A Sustainable Chatter of New Digital Social Media. Sustainability, 11, 759. https://doi.org/10.3390/su11030759
Ilhamalimy, R. R., & Ali, H. (2021). MODEL PERCEIVED RISK AND TRUST: E-WOM AND PURCHASE INTENTION (THE ROLE OF TRUST MEDIATING IN ONLINE SHOPPING IN SHOPEE INDONESIA). 2(2). https://doi.org/10.31933/dijdbm.v2i2
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumer-based brand equity : Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 53–72. https://doi.org/10.1108/APJML-07-2019-0453
Koay, K. Y., Teoh, C. W., & Soh, P. C.-H. (2021). Instagram influencer marketing: Perceived social media marketing activities and online impulse buying. First Monday, 26(9). https://doi.org/10.5210/fm.v26i9.11598
Roscoe, J. T. (1975). Fundamental Research Statistics for the Behavioral Sciences (2nd ed.). Holt Rinehart & Winston. Scitovsky.
Shang, Y., Rehman, H., Mehmood, K., Xu, A., Iftikhar, Y., Wang, Y., & Sharma, R. (2022). The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.811282
Vázquez, R., del Río, A. B., & Iglesias, V. (2002). Consumer-based Brand Equity: Development and Validation of a Measurement Instrument. Journal of Marketing Management, 18(1–2), 27–48. https://doi.org/10.1362/0267257022775882
Yuanita, A. D., & Marsasi, E. G. (2022). The Effect of Brand Attachment, Brand Experience, And Self-Image Congruence On The Purchase Intention of Luxury Brand . Jurnal Ekonomi Bisnis Dan Kewirausahaan, 11(3), 292–310.